Produce Business Honors Lunchbox Winners with Marketing Excellence Award
Since its launch in September 2010, Lunchbox Winners has been a huge success in more than 1,500 Safeway stores across the country. The program was awarded the Marketing Excellence Award by Produce Business. AugustineIdeas developed Lunchbox Winners for Safeway in response to Michelle Obama’s “Let’s Move” initiative. The goal of Lunchbox Winners was to promote easy, better-for-you choices for parents when packing school lunches for children.
Lunchbox Winners ran throughout the 2010-2011 school year and was designed as a shopper marketing program to give parents easy solutions for their kids’ school lunches. The campaign featured a different medal-winning Olympic athlete each month and utilized eye-catching point-of-purchase displays and a takeaway brochure that gave recipe suggestions and tips to stay active. The program also included a Facebook page and an interactive website, targeted at parents, which offered additional lunch recipes, useful links and a popular “Ask an Athlete a Question” section.
Lunchbox Winners was also recognized in April 2011 by the Produce for Better Health Foundation with the Role Model Award for its support of childhood nutrition and its partnership with the “Fruits & Veggies – More Matters” campaign.
